基于自媒体平台的变现方式研究

摘要：在互联网科技异军突起迅猛发展的今天，流量平台日渐成熟。在运营模式日趋多样化的同时，流量变现也越来越成为各流量平台的重中之重，它是平台核心竞争力的强有力体现，也是平台生死存亡的决定性因素。因本人创业方向于抖音平台，现有线上流量平台又以抖音流量为首，为有助于后续创业工作展开与变现研究，本文论证主要以抖音与b站作为研究具体案例做概述性论证。对比现有平台，以哔哩哔哩与抖音短视频为例：哔哩哔哩更倾向于“干预前置”，即加大对创作者的补贴力度，给予即时有效的正向反馈以激励创作者，从而完善平台内容，增加用户粘性，最后通过会员或广告进行变现；而抖音的变现方式则更倾向于“干预后置”，即视频走红带来流量后，再通过转化为电商领域进行商品售卖的方式参与变现。由于不同平台能带给消费者的消费体验也不尽相同，而各种差异或将成为让消费者心甘情愿地为某一平台买单的原因。由是可见，对不同流量平台消费体验差异的研究是本次研究的基础与重点。经过调查研究与数据分析可知，通过对用户需求的精准画像进行更为精确的新赛道细分是新型变现方式的雏形。而“短平快”的短视频平台相对而言更适合具体细分的新赛道的开通、落实与拓展，因此短视频平台更适合新型变现方式的孵化生长。

关键词：变现方式； 抖音； 哔哩哔哩

引用文献一：An examination of the celebrity endorsements and online customer reviews influence. female consumers shopping behavior

外文文献题目（中文翻译）：意见领袖和网上客户评论对女性消费者购物行为的影响力研究

原文作者：Pei-ShanWei 单位：Department of Information Management, National Taiwan University of Science and Technology

尽管意见领袖是最受欢迎的促销产品的广告策略之一，但许多消费者转向互联网研究产品，因为它降低了收集和分享信息的成本，并提供了在购买产品之前了解产品的新方法。这项实验研究结合使用AIDMA和AISAS模型，进一步深入了解名人代言和客户推荐如何影响女性消费者的购物行为模式。这项研究进一步支持了之前的发现，即传统广告和消费者创造的信息对消费者及其反应产生不同的影响。

首先，实验发现，名人在广告中代言的搜索商品（鞋子）如果能比在线客户评论更吸引消费者的注意力、欲望和行动，就会引发一种迹象。这与之前的研究一致；Petroshius和Crocker（1989年）以及Patzer（1983年）的研究都发现，广告中使用的具有身体吸引力的模特会导致对广告的更有利态度和更强的购买意愿。这也支持了研究证据，表明名人代言人的感知形象对产品购买行为有积极影响（Goldsmith等人，2000年；Ohanian，1990年），有吸引力的名人在代言用于增强吸引力的产品时更有效。

其次，在参与者的记忆、搜索和分享对良好体验的态度方面，消费者推荐高于名人认可。根据Korgaonkar、Silver blatt和Girard（2006）的研究，女性顾客往往比男性顾客感知到更大的风险，体验商品的感知风险比搜索商品的感知风险更大。可以说，女性消费者更担心只有一条评论是真实的还是被操纵的，所以在购买体验商品时，女性消费者会阅读更多的评论，以验证所考虑的产品的质量。Park、Yoon和Lee（2009）也支持这一观点。他们发现，如果女性在购买体验商品时比在购买搜索商品时能够获得更多种类的信息，包括产品和客户评论，那么女性倾向于搜索标志。

第三，我们的研究提供了两种产品类型情境下的参与者如何从源可信度的三个不同维度感知名人和在线客户的额外视角：专业知识、可信度和吸引力。在名人代言的爽肤水和鞋子刺激中，大多数参与者都不信任代言人，因为他们认为代言产品是名人的工作，而她在现实生活中可能不会佩戴或使用这些产品。相比之下，在网上消费者评论中，可信度取决于评论的内容；如果时间太短且过于夸张（在使用碳粉的情况下），参与者不相信该建议。另一方面，因为在这项研究中的名人是一位著名的时装模特，大多数参与者认为她很有吸引力，而且在墨粉和鞋子刺激方面都是专家。相比之下，对客户评论员的吸引力和专业知识的评估取决于参与者的主观观点。事实上，之前的研究表明，代言人是否真的是专家无关紧要。相反，这些结果证实，重要的是消费者是否将他们视为专家(Erdogan, 1999; Hovland, Janis, amp; Kelley, 1953; Ohanian, 1990).

外文文献出处：Department of Information Management, National Taiwan University of Science and Technology

附外文文献原文

Although celebrity endorsements are one of the most popular advertising strategies to promote products, many consumers turn to the Internet to research products because it lowers the costs of gathering and sharing information and offers new ways to learn about products before purchasing them. This experimental study used a combination ofthe AIDMA and AISAS models to provide further insight into how celebrity endorsements and customer recommendations inf l uence the shopping behavior patterns of female consumers. The research provides further support for previous findings that traditional advertisements and consumer-created information produce different effects on consumers and their responses.

First, the experiment found that a search good (shoes) endorsedby a celebrity in an advertisement evoked sign if I cantly more attention, desire, and action from the consumer than did an online customer review. This is consistent with previous research; both Petroshius and Crocker (1989) and Patzer (1983) studies found that physically attractive models used in advertising led to more favorable attitudes toward the advertisement and stronger purchase intentions. It also supports research evidence showing that the perceived image ofthe celebrity endorser had a positive impact on product buying behavior (Goldsmith et al., 2000; Ohanian,1990) and attractive celebrities are more effective when endorsing products used to enhance onersquo;s attractiveness.

Second, consumer recommendations emerged higher than the celebrity endorsement on the scale of participantsrsquo; memory,search, and share attitudes toward the experience good (toner).According to Korgaonkar, Silver blatt, and Girard (2006), female customers tend to perceive greater risks than males, and the perceived risks are greater for experience goods than it is for search goods. It can be said that female consumers are more worried about whether only one review is true or manipulated, so when shopping for experience goods, female consumers will read more reviews to verify the quality ofthe products being considered. This is supported by Park, Yoon, and Lee (2009), who found that females tend to search for sign if I cantly more kinds of information, including both product and customer reviews, when shopping for experience goods than when shopping for search goods.

Third, our study provides additional perspectives on how participants in two product-type situations perceive celebrities and online customers in terms of three distinct dimensions of source credibility: expertise, trustworthiness, and attractiveness. In both the celebrity-endorsed toner and shoe stimuli, most participants did not trust the endorser because they thought endorsing products is a celebrityrsquo;s job and that she probably doesnrsquo;t wear or use those products in her real life. By contrast, in the online consumer reviews, the trustworthiness depended on the content of the review; ifit was too short and exaggerated (as perceived in the toner situation), the participants did not trust the recommendation. On the other hand, because the celebrity in this research is a famous fashion model, most of the participants considered her attractive and an expert in both the toner and shoes stimuli. In contrast, the evaluations of the customer reviewerrsquo;s attractiveness and expertise depended on the participantsrsquo; subjective viewpoints. In fact, prior research has suggested that whether an endorser truly is an expert matters little. Instead, these results conf I rm that what matters greatly is whether consumers perceive them as experts (Erdogan, 1999; Hovland, Janis, amp; Kelley, 1953; Ohanian, 1990).

引用文献二：The influence of hedonic versus utilitarian consumption goals on thecompromise effect

外文

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基于自媒体平台的变现方式研究

引用文献一：An examination of the celebrity endorsements and online customer reviews influence. female consumers shopping behavior

原文作者：Pei-ShanWei 单位：Department of Information Management, National Taiwan University of Science and Technology

文献原文

Although celebrity endorsements are one of the most popular advertising strategies to promote products, many consumers turn to the Internet to research products because it lowers the costs of gathering and sharing information and offers new ways to learn about products before purchasing them. This experimental study used a combination ofthe AIDMA and AISAS models to provide further insight into how celebrity endorsements and customer recommendations inf l uence the shopping behavior patterns of female consumers. The research provides further support for previous findings that traditional advertisements and consumer-created information produce different effects on consumers and their responses.

First, the experiment found that a search good (shoes) endorsedby a celebrity in an advertisement evoked sign if I cantly more attention, desire, and action from the consumer than did an online customer review. This is consistent with previous research; both Petroshius and Crocker (1989) and Patzer (1983) studies found that physically attractive models used in advertising led to more favorable attitudes toward the advertisement and stronger purchase intentions. It also supports research evidence showing that the perceived image ofthe celebrity endorser had a positive impact on product buying behavior (Goldsmith et al., 2000; Ohanian,1990) and attractive celebrities are more effective when endorsing products used to enhance onersquo;s attractiveness.

Second, consumer recommendations emerged higher than the celebrity endorsement on the scale of participantsrsquo; memory,search, and share attitudes toward the experience good (toner).According to Korgaonkar, Silver blatt, and Girard (2006), female customers tend to perceive greater risks than males, and the perceived risks are greater for experience goods than it is for search goods. It can be said that female consumers are more worried about whether only one review is true or manipulated, so when shopping for experience goods, female consumers will read more reviews to verify the quality ofthe products being considered. This is supported by Park, Yoon, and Lee (2009), who found that females tend to search for sign if I cantly more kinds of information, including both product and customer reviews, when shopping for experience goods than when shopping for search goods.

Third, our study provides additional perspectives on how participants in two product-type situations perceive celebrities and online customers in terms of three distinct dimensions of source credibility: expertise, trustworthiness, and attractiveness. In both the celebrity-endorsed toner and shoe stimuli, most participants did not trust the endorser because they thought endorsing products is a celebrityrsquo;s job and that she probably doesnrsquo;t wear or use those products in her real life. By contrast, in the online consumer reviews, the trustworthiness depended on the content of the review; ifit was too short and exaggerated (as perceived in the toner situation), the participants did not trust the recommendation. On the other hand, because the celebrity in this research is a famous fashion model, most of the participants considered her attractive and an expert in both the toner and shoes stimuli. In contrast, the evaluations of the customer reviewerrsquo;s attractiveness and expertise depended on the participantsrsquo; subjective viewpoints. In fact, prior research has suggested that whether an endorser truly is an expert matters little. Instead, these results conf I rm that what matters greatly is whether consumers perceive them as experts (Erdogan, 1999; Hovland, Janis, amp; Kelley, 1953; Ohanian, 1990).

引用文献二：The influence of hedonic versus utilitarian consumption goals on thecompromise effect

原文作者：Kim J, Kim S.单位：Marketing Letters

文献原文

We do not argue that the different valuation processes are the only underlying mechanism for the strong compromise effect. Actually, part of the results of our study could be explained by other mechanisms, such as a self-regulatory focus. For example, the marginally significant compromise effect in the printer condition and valuation-by-feeling condition in study 2 could be driven by other mechanisms. However, we want to emphasize that the different valuation processes is one underlying mechanism for explaining all three empirical studies.

引用文献3:The effect of attribute align ability on service evaluation: the moderating roe of uncertainty.

原文作者：Sunj, Kehht, LE AY 单位：Journal of Consumer Research

文献原文

When consumers feel they are not as confident in their judgment as they should be, they are motivated to engage in increased and sustained information search to reduce the uncertainty and will continue to search for and process in- formation until the desired level of confidence, referred to as the sufficiency threshold, is attained (Grant and Tybout 2008; Tiedens and Linton 2001). Hence, the higher levels of uncertainty associated with credence services should prompt people to expend more efforts when evaluating cre- dence service options. Prior research shows that people tend to focus more on alignable than nonalignable attributes be- cause alignable attributes are easier to process, but they focus more on nonalignable attributes when they expend cognitive resources on the decision-making task (Kivetz and Simonson 2000; Zhang and Fitzsimons 1999; Zhang and Markman 2001). Thus, we predict that people would focus on nonalignable attributes when choosing between credence services, the processing and evaluation of which require more efforts than when choosing b

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